Early Life

Robo grew up on a family cattle ranch in western South Dakota where they raised both cattle and registered Quarter horses.

Rob’s father, Dr. Dale Hendrickson, DVM had a mixed animal practice and Robo’s first job was cleaning stalls, floating horse's teeth, prepping castrations and wrestling whatever animals needed wrastlin'.

Robo has been a rodeo cowboy since childhood and continued with the pathway through high school and college where he qualified for the National Collegiate Finals Rodeo three times and made the top 10 on two occasions.

After graduation, Rob continued on in the professional ranks as a PRCA bareback rider for 10 years making the Badlands and Prairie Circuit Finals multiple times.

Learning The Ropes

From there he moved to Fort Worth and began contracting as a designer, creative director, and copywriter and eventually became a partner at Access Creative Advertising in Fort Worth where he began a lengthy advertising career. Rob and his partner grew Access to a Top 10 agency in the Texas market.

Robo has worked with senior executives developing brand, products, marketing, sales and Internet strategy for Sony Electronics, Blockbuster, GameStop, XM Satellite Radio, WebTVSabre, Western Horseman, Quarter Horse News, Barrel Horse NewsAlaska Magazine, Gray’s Sporting Journal, Justin Industries, Four Sixes RanchViagenNocona Boots, MosquitoNix, Barn Armor and Texas Industries.

He helped with a wound care product company called Vetericyn where he directed national media marketing program, wrote TV commercials and RFD Infomercials. He also helped launch Horse Advertising Network, the equine industry’s first online ad network.

He is a past speaker at the American Horse Publications Council, Agriculture Media Summit, Livestock Publications Council, Internet Marketing Association, and Folio on topics of marketing strategy, branding, product positioning, Internet marketing, ecommerce and social media.

Doing Good

In 2011 he became a partner in Animal Stewards International with Dr. Rob & Dr. Keith. Aside from his role with strategic marketing, he has been an important part of FullBucket’s Giving Trips and the One-4-One Giving Program for horses and pets, alike.

Robo currently spends his time between the ranch in South Dakota and a small farm outside of Brock, Texas, with his wife Jodi, owner of Fringe Scarves and daughters Ollie and Scout.

“Making great products and creating new ways to help animals is a great feeling but nothing matches the pride I feel in each of our Giving Trips abroad. Whether it’s a back yard horse, a champion quarter horse or a mule working on a coffee farm - we all depend on them and they, in turn, depend on us.”